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Watching 250,000 high bounce balls bounding through a closed block of San Francisco had to be pretty impressive. The commercial was produced by Fallon of London where you can find a longer but lower resolution version of the commercial. From the site on how they did the commercial:
In an age when CGI is commonplace, this makes the commercial all the more extraordinary. Every single frame was shot over two days - with the main sequence involving a 23-man camera crew and only one chance to get it right.
An entire block was closed off and special compressed-air cannons shot the balls into the air, while earth moving equipment poured thousands down the street. Not that you’d know it from the finished product, but these balls can do some damage, so all the cars were props and crew members went so far as to having protective shields and crash helmets.
But when you get it right, you get it right. The goal at the beginning was to deliver a “really simple, visual celebration of colour”. We think you’ll agree the results speak for themselves.
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metafilter.com thread on the commercial
SFGate Culture Blog post
Original Boing-Boing post
Boing-Boing Referer
Link
[...] Atomix: full of love, full of wonder by Nike Savvas is a curious sculpture comprising of 50,000 spray-painted polystyrene balls suspended in air with fishing line. The balls vibrate “like a heat haze” when the wall mounted fans are switched on. The sculpture took ten days to install. Definitely reminds me of Sony’s Colored Balls commercial. [...]
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